JCB International

Card issuance in Vietnam began in 2011, and due to its strong sales capabilities, over 98% of currently available stores within Vietnam accepted these cards.
However, internal awareness surveys showed that brand recognition was still low, and proportionally, the number of users was also evaluated as being quite low.
On the other hand, since card issuance in Vietnam is handled by banks, the business model is B2B2C, which means that a strategy for developing relationships with banks was also a necessary characteristic.

We conducted interviews to understand the internal realities of JCB, to delve deeper performed a survey on the actual state of their current brand and services to extract challenges. It was then discovered that a misleading impression had spread due to the approaches taken in previous public relations and sales activities. Consequently, a fundamental rebranding aligned with the original service model became necessary to commence.

We constructed a brand page that reflects the worldview aligned with the new brand concept design and, considering the B2B2C model, a structure that makes the service lineup easy for bankers to view and understand. Related service sites also reflected the same brand rebranding. Furthermore, we designed it to allow for the measurement of marketing strategy effectiveness, not only online but also offline.

ALIVE has handled numerous projects involving the planning, shooting, production, and public relations for video marketing, including PR videos for the new brand concept and short videos that clearly advocate JCB’s role in supporting people’s daily lives and providing more valuable experiences in Vietnam. We implemented online marketing in conjunction with advertising initiatives.

The impact of the new brand concept has significantly boosted brand recognition, garnering praise from JCB banks, business partners, and even bank directors who rarely comment.
Furthermore, by visualizing increased access through effect measurement, along with the utilization rate and value of unexpected tools, we have been able to implement measures that leverage and link to internal sales activities, including offline initiatives. We are currently planning for further expansion.